The company behind the ad shown here decided to send subtlety on
sabbatical for this effort, and it gets an A+ in my book. I doubt
there could be a more powerful, compelling way it could have
imparted the chief sales message about its product, TheraSeed.

Briefly, TheraSeed treatment is an alternative to going under
the knife to treat prostate cancer. It involves the implantation of
radioactive seeds in the prostate to destroy tumors. (Squint, and
you'll see a tiny speck about two-thirds down the ad
page--that's a Thera-"Seed.") The point of the ad is
to compare this relatively simple, minimally invasive procedure to
the more common and maximally invasive one of surgical removal of
the prostate. And what could be a more riveting way to grab
attention for this comparison than to show the scariest symbol of
surgery, a scalpel? The mere sight of one makes you wince, and
that's just what the Buford, Georgia, company, Theragenics
Corp., intended.

The ad, created by MATCH Inc. in Atlanta, has a clean, clinical
look, but it packs a wallop. Just below the scalpel, at "eye
level," is a quick, three-point comparison of the two
treatments. For prostatectomy, it's "Months of recovery,
probable impotence, higher risk for incontinence." For
TheraSeed, it's an "approximately 45 minute procedure,
recovery in 2-3 days, 1 happy significant other." The other
comparison the company would like you to make is a visual one: the
menacing scalpel vs. the benign-looking little seed.

There was likely plenty of consternation over
whether Theragenics should go this route. After all, most medical
advertising takes pains to be as uncontroversial and benign as
possible. But I'm told the company CEO pushed for this more
aggressive approach, perhaps believing in the words I often quote
from the late advertising guru Jay
Chiat: "If the ad you create doesn't make your palms sweat
a little, you haven't produced breakthrough
advertising."

There are no results to report yet on the response this ad
received compared to previous efforts by Theragenics. The
intention, I'm sure, is to plant the seed, so to speak, in the
minds of men over 50 that there are less radical options should
they ever face prostate cancer.

What's the lesson for other companies deciding if their
advertising should follow suit? Scalpel or not, an ad that's as
cutting edge as this one can't help but grab eyes.

Jerry
Fisher is a freelance advertising copywriter and the author
of Creating Successful Small Business Advertising.